Embed Size (px)
Citation preview
Building a Membership Valuation Program
- Define- Case Study
- How To- Tips- Fun!
Before you Go Crazy
Slides are on Slideshare here:
https://www.slideshare.net/garrypolmateer
What is a member valuation program
Is NOT a way to see how much your members spend.
Jones Hardware spent $1875 with the association last year
Is how you can share the value that your organization gives to a member, either financial or intangible.
We Saved Jones Hardware $6790 in insurance premiums and also passed legislation lowering their administrative overhead.
StoryNortheastern Retail Lumber Association
Observations of Implementation at NRLA
✖ Implemented before housing crash in 2008
✖ Data helped target member communication during downturn
✖ Enhanced ability for board to make decisions
✖ Organization has continued to grow and thrive
✖ Offered many segmentation options
Lessons Learned✖ Need to make it as easy as possible for
staff to maintain✖ Keep documentation up to date✖ Continue to monitor value adds that
should be included
Lofty Goal - How to Get From Here to There
Universal Truths ✖ Value > dues paid is a good thing✖ Should be able to get and use this
information with any AMS (or no) AMS
✖ These exercises can identify gaps in services and help with strategy for new offerings
✖ Ethical Rubric✖ Data + Staff Knowledge =
SUPERDATA
Implementation Steps 1 - Get Leadership Buy-In
2 - Identify Your Value
3 - Inventory all Data Points
4 - Gather Data
5 - ETL! (The Tech Stuff, Extract/Transform/Load)
6 - Market
7 - Maintain & Document
*Bold = Annual Activity
Ideas on How to Use This Information - Buy In
✖ Dues Notices✖ Email Marketing (Target high members, target low
members)✖ Board of Directors communications✖ Decisionmaking for new programs✖ Visibility in AMS✖ Board/Committee Recruitment✖ Geographical analysis (i.e. regions of low value)✖ Demographic analysis (i.e. member classes of low
value)✖ Perception vs. Value Analysis (How member feels vs.
amount of value)
Identifying Value Sources
✖ What does your website say?✖ Discounted/Free publications✖ Event Registration✖ Trade Show Registration✖ Trade Show Booth Space✖ Legislative Agenda/Cost Savings✖ Grants✖ Insurance (Dividends)✖ Endorsed Program Discounts✖ Product Discount✖ Surveys✖ Subsidized Education✖ Job Placement/Job Board✖ Networking, Directories✖ Contract Negotiations✖ PR for members/job class
Required Excel Tricks
Pivot Table
VLOOKUP
Concatenate
Data Gathering
Distill Everything into Spreadsheets, each with 3 columns
MemberID Value Text Value Amount
123 Saved $75 on events with member discount
75
124 Saved $295 on events with member discount
295
Processing
Use VLOOKUP to merge all information into one spreadsheet with two columns per benefit.
Member ID Events Text Events Value Magazine Text Magazine Value
123 Saved $75 on events with member discount
75 Saved $10 on the magazine
10
124 Saved $295 on events with member discount
295 Saved $100 on the magazine
100
Compile
Use Concatenate to combine all the text into one cell ,and sum to combine all the value into one cell.
Concenate(B2 & “, ” & B4 & “, ”...)
Member ID Total Text Total Value
123 Saved $75 on events with member discount, Saved $10 on the magazine
85
124 Saved $295 on events with member discount, Saved $100 on the magazine
395
Load to AMS (If Applicable)
From there, you can now load the data into your AMS if it allows you to create fields and you have your Primary key set already.
Think Ahead
✖ Negotiate Data Exchanges with Specific format with vendors in your contracts
✖ Make Member Value Calculation SOMEONE’S JOB
✖ Schedule/Plan each annual refresh
Q/A
ContactGarry Polmateer
Managing Parnter - Red Argyle LLC
Twitter: @darthgarry
Linkedin: https://www.linkedin.com/in/garrypolmateer/
